Victorinox India Appoints Abhay Deol as Friend of the Brand for Watch Portfolio
Actor to represent Victorinox watch collections in India over the next 18 months as part of the global "Spend Your Time Wisely" campaign
Victorinox India has partnered with actor Abhay Deol as the Friend of the Brand for its watch portfolio for the coming 18 months. The collaboration will feature Deol across the company's watch collections, including I.N.O.X., Maverick, Concept One Solar, Air Pro, Dive Pro and Concept One Automatic.
During the partnership, Deol will appear across digital, outdoor and retail touchpoints, representing the brand's watch portfolio.
The collaboration is centred on Victorinox's global watch campaign, "Spend Your Time Wisely." The campaign is based on the idea that time is a valuable resource and highlights how people choose to spend it. In India, the campaign features Abhay Deol and presents Victorinox watches as companions to significant moments rather than simply as timepieces.
The campaign will run during key festive occasions in India, including Diwali, Raksha Bandhan and the wedding season. It focuses on moments spent with family and loved ones, celebrating traditions, pursuing personal interests and being present during important milestones.
According to the company, the campaign also positions Victorinox watches as "The Ideal Gift - Time" during festive occasions and milestone celebrations.
Commenting on the campaign, Avirup Mukhopadhyay, Head of Marketing, Victorinox India, said:
"With Spend Your Time Wisely, we are bringing Victorinox’s iconic Swiss heritage and craftsmanship into the heart of Indian celebrations. Our ambition is to make Victorinox watches the ideal gift for every festive occasion and the important moments that define our lives, creating a meaningful bridge between Swiss excellence and the traditions of India."
The company said the collaboration reflects shared values centred on authenticity, independence and long-term thinking. It noted that Abhay Deol's approach to his career aligns with Victorinox's emphasis on quality, purpose and consistency.
Commenting on the collaboration, Abhay Deol said:
"I've always believed that the choices we make define who we become. What resonates with me about Victorinox is its authenticity, its strong sense of purpose and the integrity with which it has stayed true to its values for generations. There is a timeless quality to the brand that goes beyond products. I'm delighted to be part of this journey and to share that message with Indian audiences across the world."
Commenting on the announcement, Debraj Sengupta, Managing Director, Victorinox India, said:
"At Victorinox, every partnership is guided by shared values. Abhay Deol represents authenticity, thoughtful choices and quiet confidence - qualities that closely reflect our brand philosophy. As we continue strengthening our presence in India, this collaboration marks an important step in building deeper connections with consumers while staying true to our Swiss heritage and commitment to quality."